This will admittedly be a short post. But I find it incredibly odd how Yahoo! has programmed their minimum bid system. In lieu of dynamically updating accounts that need attention on an as-needed basis – instead, Yahoo! rolls out massive updates to everyone at once.
For a bit of perspective, with Google, your Quality Score and first-page bidding system is a living breathing thing. When a keyword drops below a certain threshold, your Quality Score drops, and so does your “estimated bid to reach the first page.” This real-time data is extremely important to quality PPC management.
Yahoo! instead pushes out massive changes all at once. Starting yesterday afternoon the entire PPC Hero team started receiving emails with this general message:
This is a courtesy notice to inform you that the minimum bid requirement on one or more of the keywords in your account ‘Generic Account Name‘ [*********] has recently decreased.
And the emails kept coming… all night. I can’t imagine this being a good strategy for Yahoo! pushing all of that out all at once. Plus, for us advertisers, that means we’re potentially in the dark about potentially important changes coming down the pike because we have to wait for the email blast. But I digress. I’ve had my rants on Yahoo! before, yet I keep coming back for more. At least I haven’t lost TOTAL faith in Yahoo! and I had reason to receive those emails at all. I’m still getting some solid results for quite a few of my clients.
I’d be interested if anyone else was a part of this ‘minimum bid requirement’ email blast yesterday/last night? Let me know in the comments below!